Alternative to Luxare
Diamra vs Luxare
Luxare is a jewelry-specific ERP, POS, and repair management platform from Diaspark, serving multi-location retailers and Rolex authorized dealers. Diamra is a customer-facing design-to-order storefront. The two solve different problems and often run side by side.
5 min read
Luxare is the retail platform from Diaspark, a long-standing jewelry software house. The product covers ERP, POS, and repair management, and serves multi-location retailers, jewelry manufacturers, and Rolex authorized dealers. A new CTO joined in 2026 with a mandate to embed more automation into the platform. Luxare exhibits at JCK 2026 at booth L308.
Comparing Luxare to Diamra is comparing two different layers of the store's tech stack. Luxare runs operations; Diamra runs the customer-facing custom channel. The right question for a store evaluating both is not which one wins, but whether the two should coexist.
Who Luxare Is
Luxare sits inside Diaspark's broader jewelry software portfolio. It is a unified ERP, POS, and repair management system targeted at larger operations: multi-location retailers, Rolex authorized dealers, and jewelry manufacturers that need inventory, transaction, and service-ticket management in one tool.
The 2026 CTO appointment came with a stated mandate to bring more automation into the workflow. That signals the product is being repositioned as more than a passive system of record, though specifics on the roadmap are not yet public.
Pricing is on a contact-sales model. There is no public tier list. The implementation tends to be sized for stores with enough volume to justify a unified back office, not solo independents running on a single POS terminal.
Where Luxare Is Strong
Luxare is built for the back office and does the back-office job well. Inventory, SKUs, transactions, repair tickets, and multi-location reporting all live in one system. For a retailer that has outgrown a starter POS or is running multiple stores on separate tools, the consolidation is real value.
Repair management is a notable strength. Jewelry repair is operationally messy: a piece comes in, has to be tagged, costed, sent to a bench, returned, and billed. Luxare structures that workflow rather than leaving it on paper.
Diaspark's track record matters. Twenty years of selling enterprise software into the jewelry supply chain is a credible foundation, and the customer base of Rolex dealers and large independents reflects it.
The trade-off is that Luxare does not solve the custom-design problem. There is no customer-facing surface where someone shopping for a one-of-one ring describes the piece and watches it appear. The ERP does not bring custom inquiries to the store; it processes the orders that are already in the building.
| Dimension | Luxare | Diamra |
|---|---|---|
| Primary function | ERP, POS, repair management | Custom-design storefront with estimates and order tracking |
| Primary user | Store staff and back-office operations | End customer, on the store's branded website |
| Customer-facing storefront | No | Branded subdomain on storename.diamra.com |
| Inventory and SKUs | Core capability | Not the model; custom is one-of-one |
| Repair tracking | Core capability | Repair-as-custom workflow via Craft Space |
| Generative AI design | Not part of the product | Text, photos, and ingredients to concept with instant estimates |
| Marketing and lead gen | Not part of the product | Built in: storefront, blog, SEO, newsletter, social assets, reviews |
| Pricing | Contact sales | Public tiered SaaS, listed on diamra.com/pricing |
| Relationship | Complementary; ERP under the design layer | Complementary; the design layer on top of any ERP |
Where Diamra Is Different
Diamra lives on the customer-facing side of the store. The store gets a branded subdomain. A customer arrives, describes a piece, gets a generated concept with an instant material estimate, and places the order. The point of the product is to generate new custom orders, not to manage the existing inventory.
Custom is a one-of-one transaction, not an inventory item. Diamra is built around that: estimates are generated per piece, the production is tracked individually through Craft Space, and customer messaging carries the order from concept to delivery. A traditional ERP is not the right shape for that workflow.
Marketing infrastructure is part of the product. A blog, SEO content, a newsletter, social assets, and customer reviews all live in the same place as the design tool. The goal is inbound: bring custom inquiries to the store. Luxare assumes the customer is already at the counter.
The two products coexist cleanly. A store can run Luxare for inventory, POS, and repair tickets, and run Diamra for the custom-design storefront. Once a Diamra order is approved, the finished piece can be entered as a one-time SKU in the ERP for transaction recording. They share the customer, but they do not overlap on what they do.
Which Platform Fits Which Jeweler?
Luxare fits a multi-location jewelry retailer, a Rolex authorized dealer, or a manufacturer that needs unified ERP, POS, and repair management. It is the right tool for a store that has outgrown a basic POS and wants a single system of record across the operation.
Diamra fits the same store on a different axis: as the design-to-order storefront that brings new custom inquiries to the branded site. A store running Luxare for the back office gets the customer acquisition and custom workflow that the ERP is not designed to provide.
See how Diamra approaches custom design, or check the pricing if you want to try it with your own store.
The Bottom Line
“Luxare runs the store's back office. Diamra runs the store's customer-facing custom channel. They sit on different floors of the same building.”